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Vancouver-based footwear brand Grounded People is looking to clean up the footwear industry.
Offering a small selection of unisex designs, the brand invests in eco-conscious aspects that challenge the shoe status quo such as material sourcing, manufacturing and warranty.
“As a brand, we are dedicated to positively impacting the industry with every pair of shoes we sell,” Max Justus, CEO and founder of the brand, says. We caught up with Justus, to learn more.
Q: For those who aren’t familiar, what is Grounded People?
A: Grounded People is a sustainable, ethically sourced, fair wage, and environmentally focused footwear brand committed to helping curb the harmful and detrimental impacts of waste created by the global fashion industry.
Our shoes are almost entirely handmade and produced by a small group of artisans working in safe conditions and paid fair wages. Our shoes are manufactured at one of the world’s only 100 per cent vegan shoe factories, ensuring a cruelty-free production process and bringing no harm to people, animals or the Earth. We utilize as many recycled materials as possible for our designs.
Q: What makes it unique?
A: We’ve taken an iconic look a step further, providing our unique influence and elements to make a design that’s unmistakably Grounded People. Our shoes are designed with versatility in mind and are the perfect shoes for practically anything — whether it’s for street fashion or looking stylish at the office — they add an eye-catching pop to any look.
Grounded People shoes are made with recycled materials and feature an extra durable outsole, metal D-hooks & back zipper, and an industry-leading five-year warranty, reinforcing our high level of craftsmanship and dedication to our customers. As part of our commitment to complete sustainability, we also offer our customers a service to recycle our shoes entirely and adequately after use. Each collection features shoes with genderless names to further promote unisex and all-inclusive footwear. With these aspects, we are actively creating business standards that customers can wholeheartedly stand behind.
Q: Who is the target customer?
A: Grounded People’s target customers are those passionate about making sustainable yet stylish fashion choices and shop brands representing an unwavering commitment to environmental restoration.
Q: What can you share about where it’s designed/made?
A: Regarding our production process, we take incredible pride in sharing that Grounded People shoes are manufactured at one of the world’s only 100 per cent vegan shoe factories in Sao Paulo, Brazil.
Our factory deeply shares our mission and commitment to the planet — their partnership has been instrumental in helping us bring our vision to life. Our cruelty-free production process goes beyond just raw materials — it also includes the well-being of those who hand-make our shoes in Brazil. Fast fashion has unfortunately brought forth human rights violations, with unsafe working conditions, low wages, long hours, and in many cases, child employment. Sadly, the industry has become complacent and has accepted this as the norm.
Grounded People stands against these realities and remains committed to ensuring the artisans who make our products are paid a premium wage and given a safe environment to work in.
Q: What is the price range for your footwear?
A: Our shoes range from $307 to $321.
Q: And where can people check them out?
A: Our shoes are available online at GroundedPeople.com and Amazon.
Responses edited for brevity.
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